What happens when the biggest threat to your publishing business is also buried inside the data you're not looking at?
Jorge Barbosa of wecantrack, joins Lee-Ann to talk about what is actually happening to publishers right now, why most of them are flying blind without realising it, and what the ones who are thriving are doing differently. The conversation covers HCU updates, AI overviews cannibalising traffic, the overlooked relationship between affiliate managers and publishers, and why EPC broken down by traffic source might be the most important number in your business that you're not tracking.
Talking Points Include:
- The visibility gap most publishers don't know they have and why logging into your affiliate network reports is not the same as understanding your business
- How one publisher shifted from 80 percent organic to 80 percent paid traffic over four years and grew overall revenue in the process
- Why AI overviews are changing the user journey in ways that affect affiliate managers just as much as publishers and what you should be doing about it depending on who your audience actually is
- The case for affiliate managers paying for their top publishers' tracking tools and the commercial intelligence that comes back in return
Listen to Find Out More About:
- Why EPC by traffic source and landing page is the one metric Jorge always leads with in demos, and what it reveals that network reports never will
- How big publishers use automated link testing and monetisation scripts to protect revenue at scale without adding headcount
- The LLM tracking feature wecantrack is building that measures how often an AI model is crawling your content, not just mentioning it
- Why affiliate marketing as a side hustle is the myth that drives Jorge mad, and what the industry actually looks like when you pull back the lens
- What the successful publisher looks like in 2027, in one sentence
- Why publishers building a brand rather than just a website is the single most important strategic shift happening in the industry right now
Key Segments of This Podcast and Where You Can Tune In to Go Direct:
- [02:00] The pain points publishers are dealing with right now: HCU losses, AI overview traffic cannibalisation, and why most are still guessing about where their revenue comes from
- [06:50] A live demo reality check: the publisher who thought YouTube was irrelevant until the data showed it was their best-converting channel
- [22:08] Pivot or die: real examples of publishers who lost eighty percent of organic revenue and rebuilt stronger by acting on what the data told them
- [28:00] The rapid fire round: the one metric everyone should track, the best and worst things to happen to publishers in two years, and what 2027 looks like for the publishers who make it
Call to Action
A big thank you to Jorge for being so generous with what he's seen on the ground. If this episode has made you think differently about the data sitting inside your publishing business or program, that is worth acting on sooner rather than later. Have a look at their Affiliate Dashboard or book a demo if this episode has sparked your interest.
KonverJ works with brands and affiliate managers to build publisher relationships and program strategies that are grounded in what the data actually shows. If you want to stop guessing and start making decisions that compound, get in touch with the team here.
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